07 Aug House of X provides marketing insight on different levels
House of X provides marketing insight on different levels
BY TRAVIS SWANN
Marvel recently released new issues of an X-Men mini-series titled House of X and Powers of X.
The X-Men, a mutant superhero team created by Stan Lee and Jack Kirby, has been going strong since 1963, but like anything else, they have had their ups and downs.
For the past few years, the X-Men titles have not shined as they once did, and as a result, their weakness to deliver to fans has resulted in a relaunch of the brand and new titles.
While the team boasts popular heroes such as Wolverine, Magneto, Cyclops and many others, that doesn’t always mean the titles will shine in the best light with their audience.
Their recent downturn is a result of several factors such as the variance in quality of storytelling, but also extends to film rights as Fox held rights to the X-Men when Marvel filed for bankruptcy in 1996 and sold other film rights such as Spider-Man.
Since then, Disney recently acquired Fox’s entertainment assets, which include X-Men and Fantastic Four. Now, Marvel has the opportunity to make the X-Men as relevant as they were in the 80’s and 90’s.
To steal a few lessons from the popular comic books series, business owners can also gain a few pointers from instances such as this.
Evaluating where you stand in the marketplace, whether it is locally, regionally or within a given industry, is always good practice. And in this scenario, there are three areas that are of importance.
Change can be a good thing
For many individuals and businesses alike, change can be difficult to grasp.
Thought the years, change and evolution have been part of the X-Men’s journey and storyline.
With a new era beginning, all of the pieces fit nicely for a new logo and refresh for the franchise. And of course, a new narrative and story as well.
The new X-Men logo was created by graphic designer and creative director Tom Muller. With his design, he kept the central symbol of the letter ‘X’ in place but elevated it to a new level.
In today’s marketplace, businesses should always evolve and look at the future.
Whether it be a new logo design, product offering or revamping a website, devoting attention to industry trends and emerging technology is a must.
While your tactics do not always have to result in a complete overhaul, listening to what your audience is saying and shifting to market demands is necessary.
In terms of marketing and advertising, what may have worked ten years ago may not be as relevant today. So, as a business owner or marketing team, you have to always be aware of ever-changing consumer behavior.
Tell stories that matter
In a recent interview with Entertainment Weekly, House of X/Powers of X writer Jonathan Hickman says “you want to tell stories that matter.”
While his comment is in relation to placing characters in interesting and moving situations, the same can be said for many businesses.
At times, many companies shift their focus on items that may be insignificant and forget their story. They forgot why they exist. And they focus on their services and not the benefits to the customer or client or what problem they can solve.
In turn, the customer’s connection is lost.
When communicating your story, break through the clutter and clarify your message to your audience. Focus on why you do what you do. Aim to pinpoint your unique selling proposition and blend it with a consistent communicating idea.
Build brand equity
In this situation, the X-Men wouldn’t be a topic of interest if they were not relevant in the minds of million readers.
With over 50 years under their belt and the best selling comic book of all time, the X-Men have credibility. Like other super heroes or pop culture phenomena, they have a longstanding history and buy-in from many fans across the globe.
On the same note, businesses need to have relevancy and brand equity within their given industry and market.
While brand equity can be positive or negative and is determined mainly by the consumer, it has to be cultivated.
Author and professor, Kevin Lane Keller, outlines these four questions about what consumers may subconsciously think about your brand.
- First, “Who are you?”
- Second, “What are you?”
- Third, “What about you?”
- And last, “What about you and me?”
He express that you must shape how customers feel about your product or service. And essentially, the process begins with these four questions. Building a brand takes time and effort in many areas, including advertising and marketing, but also emotional responses to the level of service and customer experience are key to cultivateing brand equity.
Develop a sound marketing strategy
Within this scenario, it’s fair to say the storyline and plot were planned in advance with an overarching strategy in mind.
Regarding your marketing strategy, you must have a goal in mind and a plan to achieve it. Goals and success may vary from business to business. But there should be a central communicating idea and solid rationale from the beginning.